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The Privacy Challenges And Strategies In Retailing Industry On Rfid Implementation

The Privacy Challenges And Strategies In Retailing Industry On Rfid Implementation
Hamzah Richie
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This paper aims to investigate privacy challenges faced by producers and consumers in retailing industry as a result from recent changes in acquiring and disseminating information by RFID. The technology is now in early stage of adoption among retailers, promising potential benefit for retailer particularly in efficiency enhancement and cost reduction. Though it sounds promising, fear of being tracked and monitored into personal life drives consumers to protest the adoption down to retailing level.

Major retailers are acting as producer in which they are the one who interact directly to consumer. As analysis steps further, it was found that there is a discourse between hegemonic and counterhegemonic in demonstrating the use rhetorical management of meaning by major retailer group to alter the understanding of consumers concerning RFID. Additionally, the use of power, though effective in absence of legal foundation, in longer term provides harmful for producers since trust issues emerge and affect to increase of uncertainty level of a given product.

Information society should be able to get a balance to provide adequate privacy protection without unjustifiably harming economic efficiency and business needs. Consequently, there is a need to create balance between using RFID as enabler of business need and protecting privacy of consumer’s life and information, ranging from establishing regulation to protect privacy up to letting consumer to choose, provided privacy requirements are satisfied.

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